Marketing

Four Ways You’re Fumbling the Ball on Social Media

Social media can take up a major chunk of time. How can you make sure you’re using that time wisely?

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Happy holidays! As we turn the corner into 2018, it’s important to do a quick audit on your marketing strategy. How much time are you spending on different avenues, and how effective are those avenues?

Social media can either be a great way to connect with clients, share your brand, and promote your content … or it can be a total waste of time. If you’re pouring effort into your social media strategy and not seeing the expected results, here are a few ways you might be fumbling the ball, wasting time, and not utilizing the platforms properly.

  1. Only promoting your own content and doing it constantly. Facebook should be a place where your clients find content they find engaging—and that means other content besides your own! Feel free to post videos or blog posts from other people in your industry that your current or future clients may enjoy. Gary Vaynerchuk’s “Jab, Jab, Jab, Right Hook” method teaches that 75% of your content should be entertaining or educational, and only 25% should be a sales pitch.
  2. Engaging too much in the comments section. Yes, you can reply to comments—but don’t get into flame wars with trolls. If someone posts a negative comment about your business, try to direct them off social media and into a customer service in-box. That way, it can be handled more effectively and quietly. There are people who spend all day on the Internet making nasty comments just because they’re bored, and they don’t deserve your company’s time or attention. Have strict language rules on your Facebook page, and if those are broken, feel free to delete comments or block commenters. You’re not shutting off access to your page or discouraging discourse; you’re keeping your marketing platform a family-friendly space.
  3. Reposting content to Facebook from other social media platforms. Social media platforms aren’t interchangeable. When you post something to Instagram, don’t automatically share it to Facebook—each platform should have its own strategy and content. It also can be republished with odd formatting; it won’t be tagged properly, and hashtags may not function.
  4. Not having a strategy. Facebook shouldn’t just be a place where you throw everything to the wall and see what sticks. It should have a specific strategy behind it. Map out your big launches for the year, and base your content around those. You also can pinpoint the trends you want to follow weekly, like #ThrowbackThursday or #FollowFriday. It’s essential to have some kind of plan in place.